PGA Tour, LIV merger may lead to higher viewers and costs for golf sponsors

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The stunning announcement on Tuesday of a merger between the PGA Tour, DP World Tour and Saudi-backed LIV Golf could generate higher viewership, and loftier costs, for advertisers and sponsors to reach golf audiences, marketing experts said.

Golf - The inaugural LIV Golf Invitational - Centurion Club, Hemel Hempstead, St Albans, Britain - June 11, 2022 South Africa's Charl Schwartzel of the Stinger team celebrates on the podium after winning The inaugural LIV Golf Invitational REUTERS/Paul Childs/File Photomerger between the PGA Tour, DP World Tour and Saudi-backed LIV Golf

The move ends a bitter legal battle between the organizations that has split the golf world and its top players. Sponsors and advertisers "will have the ability to benefit from increased viewership given the worldwide publicity this settlement will create," he said.

 

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